The Essential Skills for Public Relations Practitioners

Introduction:

The Essential Skills for Public Relations Practitioners program is a comprehensive training program designed to equip professionals with the fundamental skills needed in the field of public relations. It covers essential topics. Through hands-on exercises and practical case studies, participants develop a strong foundation to excel in various aspects of PR practice.

Program Objectives:

At the end of this program the participants will be able to:

• Carry out the functions of public relations in a dynamic environment.

• Design and coordinate PR programs.

• Exercise the key communication skills that are essentials to carrying their PR duties effectively.

• Apply their know-how while dealing with internal and external publics.

• Understand the role of a PR professional in supporting the public image and organizational reputation.

• Enhance their verbal and non-verbal communication skills.

• Plan and execute a press conference.

Targeted Audience:

• PR Managers and Supervisors.

• PR Junior and Senior Practitioners

• Other key personnel whose work involves contact and interaction with both internal and external publics.

Program Outlines:

Unit 1: 

PR in a Changing Context:

• The rise and development of PR.

• What is PR.

• The Scope of PR work.

• Setting PR Goals.

• Guiding policies of PR Practitioners.

• PR campaigns & Programs.

• PR New purposes and aspects.

• Building and Supporting the Public image.

Unit 2:

 Functions of PR:

• PR principles.

• The Planning and Execution of PR Programs.

• Elements of successful planning.

• Main qualities of PR Practitioners.

• PR status in the organization.

• Duties of PR Practitioners.

Unit 3:

Communication Skills:

• Defining internal and external public.

• Essential components in communication.

• The Distribution and impacts of communication.

• Creating powerful communication.

• Communication purposes.

• Overcoming obstacles to effective communication.

• Non-verbal communication.

• Understanding challenging audience.

• Handling difficult characters.

Unit 4: 

Communication Skills:

• Written communication.

• Fundamentals of writing.

• Writing for the media.

• Creating an effective press release.

• Preparing newsletters.

• Sketching and creating brochures.

• Preparing Written pieces for journals.

• Oral communication.

• Types of verbal communication.

• Preparing a speech.

• Practicing your speech.

• Non-verbal Communication.

Unit 5:

Press Conferences:

• What is a press conference?

• Why holding a press conference.

• Handling a press conference.

• Preparing the media kit.

• Establishing good media relations.

• Dealing with Media While handling a crisis.